The New World of Content Marketing: Delivering the Right Content to the Right Consumer at the Right Time in the Right Place

1. The new world of content
marketing
Delivering the right content, to the right
consumer, at the right time, in the right place
Lindsay Lyons: Global Content Marketing
Atul Singh: Global Media Innovation

2. 2 Dell - Restricted - Confidential
Source: Shift Focus To The Customer Life Cycle To Take L2RM To The Next Level
January 2015, Forrester Research, Inc.
Situation Analysis: We have to be everywhere, all the time

3. 3 Dell - Restricted - Confidential
Document your north star: content strategy
Who are you
targeting & what
do you know about
them?
What do you want
them to think, feel
or do after reading
your content?
(KPI?)
How are you going
to achieve your
goal through your
content?

4. 4 Dell - Restricted - Confidential
Dell Customer Journey Framework

5. 5 Dell - Restricted - Confidential
Fill your funnel with modular content
Social
Vehicles
Nurture
Programs
Dynamic
Banners
Dell.com
SlideShare
Webinar(s)
Infographic(s)
Video(s)
BlogPost(s)
Summary
Article(s)
PowerPoint
Checklist(s)
Survey/Quiz
Assessment
Tool
White
Paper
Modular Copy/
Images
Visually Consumable
Content
Interactive ContentShort-Form Text
Content

6. Media Innovation:
Programmatic

7. 7 Dell - Restricted - Confidential

8. 8 Dell - Restricted - Confidential
DMP
DSPDCO
Right Audience
Right Place
Right Content
Always-on
Innovation
TV
Mobile
Display
Social
Search
Video
Enabled on…
RetargetingProspecting

9. 9 Dell - Restricted - Confidential
Cookie is dropped, and contact
moves to “Stage 2”
Awareness/discover level content
based on target segment (e.g.
Prospecting)
Did contact click on frame 2 - 4 to download security asset?
Retargeted stage 1 and Dell.com
contacts are now served educate
level content (e.g.
Retargeting)
Assets which the contact has downloaded will be
removed from pool on offer in Stage 2
Did contact engage with Stage 2 content?
YesNo
Stage 1
Contact will continue to be
offered “Stage 1” content
Contact enters
Nurture program
Did contact complete and submit
form?
Yes
Stage 2
Contact will continue to be targeted
by stage 2 content until form
submission/ conversion
YesNo
No
Contact enters
Nurture program
Did contact complete and submit form?
Yes

10. 10 Dell - Restricted - Confidential